If you want to shoot dozens of fragments of video ad permutations to combine in to the perfect single ad for a solitary viewer, you had better skill up both your engineering team and your creative staff.
That’s what Sam Barber is doing. The creative director of Eyeview Digital, a company which helps advertisers pull off one-to-one video ads, says that mix of skills is essential to the dynamic advertising world that is emerging.
“We’re looking at the plan of action almost as you’re looking at a database – you have different data sets in a matrix, it’s multi-dimensional – four-dimensional, if you speak about the time differences of when it’s going to play and the need state of your audience,” Barber tells Beet.TV in this video interview.
“I need people who can think that way as well as be artists. That’s where we’re heading. I’m hoping to gobble them all up!”
Eyeview’s VideoIQ technology “scales a single video asset into millions of broadcast-quality one-to-one video variations, each (of which) is infused with data about relevant products, promotions and messages”, according to the company.
It is one of the emerging technologies that helps advertisers assemble video ads that are personalized to viewers, not just TV shovelware.
But, if blending art and science is the current integration necessity, the next one is in unifying ads across a plethora of platforms, says Eyeview Digital’s Barber.
He imagines “seeing a unified message that’s beautifully executed across all the different platforms … that feels like it’s one voice”.
“If I’m watching an addressable TV spot, it’s talking to me in a certain way,” he says. “(But), if I pick up my iPad and on Instagram, I’m seeing a continuation of that theme in a seamless way – t becomes a singular persona that the brand is presenting.”